The Grinch Finds His Heart, Getting Unbeatable PR in the Process

Social media has proved once again that it moves quicker than a Cavendish sprint (thanks for that one, Rob!) and also that ‘justice’ can prevail once in a while.

Mike Sinyard, founder and CEO of Specialized Bikes, braved the cold Canadian winter to travel up to Cochrane and have breakfast with Dan of Café Roubaix, apologizing in person. This was the first official word from Specialized, I think, and the crisis team definitely came up with a great way of finally saying something. I couldn’t find the video on YouTube yet, so here’s the post from Dan’s FB page.